By now, more and more business to business (B2B) companies are realizing the power that social media can hold in promoting their brands, even if they aren’t selling direct to a consumer. The top social media network that B2B’s have flocked to, not shockingly, is LinkedIn. This is an obvious choice since it was created to be a business platform, not a place to share cat meme’s, food pictures, and less than professional conversations (like some other social media networks).
Despite LinkedIn’s clear professional agenda, other platforms are increasingly being used for B2B marketing purposes. This blog post will look at why Instagram is the sneaky underdog for marketing your niche, B2B company.
Showing your brands personality
As I explained in my previous blog post Introducing Authenticity Into your Marketing Efforts, displaying your brand as an authentic, human communicator is critical to reaching your audience. This is true even if the companies target buyer is another business.
In an article written by Beverley Reinemann, she articulates “This is your chance to seamlessly inject your brand values into their Instagram feed so it doesn’t look out of place amongst the B2Cs, friends and co-workers they also follow on Instagram.”
Instagram is where the exciting marketing can happen. It is a platform relieved of the pressure to solely generate leads, and instead allows brands to tell their stories. This humanizes the brand, and increases its awareness. So when another business is looking for their next purchase in that specific product category, your B2B brand can be the top of mind.
In fact, Instagrams engagement level is ranked higher than Pinterest, Facebook, Twitter and LinkedIn. For LinkedIn, this low engagement level could be attributed to the fact that many people use the platform to get jobs or find people to hire rather than finding products to buy. The other social media platforms listed above host a high volume of content, potentially creating noise that could lower engagement.
Instagram is a platform made up of photos and videos, content that naturally gets higher engagement than other wordier formats. So while showing the brands personality as step one suggests, by using Instagram, the B2B marketing efforts can be getting a higher engagement as well!
It’s where your competition isn’t
Sprout Social found that LinkedIn is used by 89% of B2B’s on social media, while Instagram is only at a mere 26%. LinkedIn may seem as though it would be the most simple and direct platform to generate leads, but as Gary Vaynerchuck said, social media is a long game. If your social media efforts are done in search of instant gratification and hard results, then the brand building opportunities offered by platforms like Instagram will be lost.
Why not disrupt the Instagram game and use it to its full, visually appealing advantage before other B2B’s realize its potential? Social media will only continue to be more and more noisy, so in terms of finding original ways to break that clutter, it’s now or never.